{"id":2483,"date":"2025-06-10T14:39:01","date_gmt":"2025-06-10T13:39:01","guid":{"rendered":"https:\/\/www.horrea.fr\/?p=2483"},"modified":"2025-08-19T13:43:42","modified_gmt":"2025-08-19T12:43:42","slug":"cultura-digital-commerce-at-service-of-emotion","status":"publish","type":"post","link":"https:\/\/www.horrea.fr\/en\/resources\/cultura-digital-commerce-at-service-of-emotion\/","title":{"rendered":"Cultura: Digital commerce at the service of emotion"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<div id=\"paragraph-block_1c72c4c90bb925ea8401590db4d5f506\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        An e-commerce approach based on experience and uniqueness                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p class=\"p1\">At Cultura, digital commerce is not a rupture. It\u2019s the natural extension of what the brand has stood for since day one: closeness, guidance, and emotional connection through cultural products.<\/p>\n<p class=\"p1\">The e-commerce site, launched back in 2005, now runs on Magento \u2014 a platform that enables the brand to manage a rich offering, fully connected to in-store inventory and tailored to each product category.<\/p>\n<p class=\"p1\">But beyond the tool, it\u2019s the philosophy that matters: <span class=\"s1\"><b>digital commerce has never been treated as a standalone channel<\/b><\/span>. It\u2019s embedded in a service-driven approach \u2014 always designed around the customer.<\/p>\n<p class=\"p1\">What defines Cultura\u2019s strategy is a clear desire to preserve the diversity of experiences.<\/p>\n<p class=\"p1\">The online journey doesn\u2019t mimic the store \u2014 it extends it, complements it, and at times even steps aside to let human connection take the lead.<\/p>\n<blockquote><p>\u201cThe digital experience must reflect our values \u2014 without trying to standardize everything,\u201d explains Agnieszka. \u201cWe want customers to feel our universe online, without simply copying what happens in-store.\u201d<\/p><\/blockquote>\n<p class=\"p1\">By betting on a digital commerce experience that is useful, seamless, and integrated, Cultura proves that digital can be a powerful loyalty driver \u2014 not just a conversion engine.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Agora avec Agnieszka Simon-Lewitowicz de Cultura : Transformer le multicanal en omnicanal\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KJH9k0n1vcw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"paragraph-block_18f8728ab72e38e860c6dcd61c992754\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Data as a driver of precision (not intrusion)                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>At Cultura, customer data isn\u2019t a pretext for hyper-targeting. It\u2019s used to understand, guide, and offer value \u2014 not to push aggressively.<br \/>\nThe approach is clear: suggest, don\u2019t impose. Recommend intelligently, without being intrusive. Data is there to create value, not generate noise.<br \/>\nBut data use goes beyond digital channels. It\u2019s also put to work for in-store teams, thanks to two complementary tools:<\/p>\n<ul>\n<li><strong>ASM<\/strong> (Store Services Animation), which allows each store to manage its local commercial operations and priorities,<\/li>\n<li>and <strong>SIAM<\/strong> (Store Animation Information System), which provides a consolidated view of performance metrics, inventory, upcoming campaigns, and actions to take.<\/li>\n<\/ul>\n<p>Together, these tools align headquarters and field teams by giving each the right information at the right time. Data becomes a tool for coordination, operational focus, and local activation, as much as a lever for understanding customers.<br \/>\nAt Cultura, technology doesn\u2019t replace human connection \u2014 it supports it, so it can be more precise, more fluid, and more in line with the brand\u2019s values.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div id=\"paragraph-block_d6d9573ff7217708877a02b3e4e35bc2\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p><span style=\"font-weight: 400;\">Culture\u2019s approach demonstrates that a strong physical network is not a brake on digitalization. It\u2019s even the opposite: when digital is at the service of customer experience and teams, it becomes a strategic accelerator.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make this ambition possible, Cultura relies on a robust technical backbone. The e-commerce site, developed on Magento, allows a smooth and consistent management of supply, stocks and customer journeys. The ASM tool structures the commercial animation at local level, in connection with digital campaigns and the specificities of each point of sale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not the technology that makes the difference, but how it serves a mission: to make culture accessible, human and fluid\u2014everywhere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To go further, check out the full episode with Agnieszka Simon-Levy-Tovic:<\/span><\/p>\n<p><a href=\"https:\/\/youtu.be\/KJH9k0n1vcw\" target=\"_blank\" rel=\"noopener\">YouTube<\/a><br \/>\n<a href=\"https:\/\/open.spotify.com\/episode\/3x6ScyWgdgDIFxoyWkI8GO?si=b645bcb0f4d84d18\" target=\"_blank\" rel=\"noopener\">Spotify<\/a><br \/>\n<a href=\"https:\/\/podcasts.apple.com\/fr\/podcast\/agora-gwenola-pacaud\/id1803157164\" target=\"_blank\" rel=\"noopener\">Apple Podcast<\/a><\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":2490,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112],"tags":[114,115,116,127,117,128],"class_list":["post-2483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agora-en","tag-croissance-en","tag-digital-en","tag-e-commerce-en","tag-growth","tag-omnicanalite-en","tag-omnicanality"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2483","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/comments?post=2483"}],"version-history":[{"count":13,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2483\/revisions"}],"predecessor-version":[{"id":3619,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2483\/revisions\/3619"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media\/2490"}],"wp:attachment":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media?parent=2483"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/categories?post=2483"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/tags?post=2483"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}